Collecting feedback is the first step in the process of reputation management. However, different methods of collecting feedback have different advantages and disadvantages. Continue reading to find out more about the various methods and when should you use them!
1. Targeted website surveys
With the help of various advanced targeting tools, you can have short, targeted surveys on your website. They will assist you to ask specific questions to your target audience. This increases the chances of your survey being answered. In addition, you can collect valuable information about your customers’ behaviour.
For example, you can have a targeted website survey after implementing changes in the design of your website or asking if the customer had any issues finding the right product, etc.
Advantages of this method include that it is not obtrusive, it has a user-friendly design and you can target it to specific audiences. Disadvantages are that some people might find a pop-up survey distracting or annoying.
2. Feedback widgets
A feedback widget is a floating button and a comment field on your website which allows customers to directly report any issues. Alternatively, a customer can use it if they have questions or want to get in contact with you. Its advantage is that it needs to be activated by the customer. This means that they are actively leaving you feedback, instead of you asking them for it. On the downside, a feedback widget works only on the pages where it is activated.
3. Net Promoter Score (NPS)
You have probably heard us talk about Net Promoter Score (NPS) plenty of times before, but this is because it is the gold standard in the customer feedback world. By asking your customers how likely they are to recommend you to a friend or colleague, you can directly judge their customer loyalty levels. One important note here is that there isn’t a perfect NPS score you should aim for. Instead, use NPS to see how your company has developed over time and how it compares to your competitors.
Advantages of NPS include the fact that its design is quite simple with only one easy question. In addition, if needed, you can always add a follow-up open-ended question to further investigate the reasons behind the results. On the other hand, a possible disadvantage might be that the results could be skewed as very dissatisfied and very excited customers tend to be the ones leaving reviews.
4. In-message surveys
This method of collecting feedback is sent per email or chat and gives your customers a few options for an answer. When they click on one of the answers, they are recorded and the rest of the survey opens in their browser, where you can either add more questions or thank them for their answer and time.
An advantage of this type of survey is that it gives the impression that it will be very short and therefore more customers are likely to answer it. The only disadvantage is that some chat providers might not allow for the proper integration of in-message surveys.
This is the traditional form of collecting customer feedback. Questionnaires are usually a bit longer and more detailed and tend to be distributed via email. They offer a variety of advantages such as more in-depth answers to more complex questions, the possibility for personalized questions, etc. However, a big drawback is that customers are bombarded with survey requests from various companies on a daily basis and often have “survey fatigue”, which might lead to high dropout rates.
To sum up, those are the 5 main methods of collecting customer feedback. All of them have their own pros and cons. Therefore, consider your specific case, your company and industry, what your goal is and what information you are trying to discover. Then choosing the right type of feedback collection form would be simple!